With over 2 billion users on Facebook, using the platform that hosts a quarter of the world’s population to promote your website is a no-brainer. Facebook is an excellent platform to promote your business website, spread the word about a cause, and market yourself to the masses.
Below, we’ll discuss things to keep in mind when promoting your website on Facebook.com.
Working With Facebook Algorithms
Unlike LinkedIn, Facebook can be a bit more difficult to find your ideal customer/visitor. To drive traffic to your website from Facebook, you have to know how to use the platform and work in harmony with its algorithms.
This is why many people spend money on Facebook Ads and boosting native posts. In 2017, advertisers spent over $39 billion to sponsor their content on Facebook. The problem is, most of them would struggle to explain how their ads are chosen to be displayed to their audience, and how they rank.
The process is based on the Vickrey-Clarke-Groves algorithm, which operates as a closed auction – this means that advertisers cannot see what others are bidding to ensure that their bids maintain their real value.
Inventory represents the total stock of all content available that can display to a user on Facebook’s News Feed, including everything from friends and publishers.
Signals are the single factor that advertisers have control over, and represent all the information that Facebook can gather about a piece of content. Essentially, you want your content to tell Facebook that it’s relevant to your target audience.
Predictions are essentially the behavior of a Facebook user, and how likely they are predicted to have a positive reaction with a post or ad.
Scores are actual ranking numbers assigned to your content, and are based on the likelihood of users responding positively to it.
Make your posts meaningful, and maximize the passive (view time, story type, time posted, etc.) and active (likes, shares, comments, etc.) signals that your posts generate. Again, these are the facets that you can control, so make sure you don’t waste time creating useless, boring content!
Create A Facebook Group
There is a popular saying among marketing gurus: communities build brands, but businesses don’t build communities.
The reason for this is if you approach your audience with the intent to sell something, their automatic reaction will be to click on something else. However, if you invite your audience to a group relevant to what you’re trying to sell (e.g., if you sell art online, create a Facebook group for art connoisseurs).
Don’t create a Facebook group with your business name anywhere to be found, although it may be tempting! There can’t be one hint that you own a business, otherwise your audience will become subconsciously suspicious of your intentions.
The perk to having a Facebook group is that you completely control who is a member, booting those who abuse the privilege of membership, and passively marketing your products as your group grows. It’s your own little community of potential customers (but don’t let them know that).
Facebook Ads & Boosting Posts
Obviously, Facebook makes a bulk of its revenue from native platform advertising. You pay for clicks and impressions of your advertisements, directly from a credit or debit card of your choice.
Now, there are two main ways to pay for traffic: pay for a traditional Facebook advertisement, or boost an organic, native post.
Facebook Ads are created by visiting the Facebook Business platform, which is separate from the main Facebook website. Here, you create a Business Profile – it can be run from your personal profile, or you can choose a business page as your “profile” admin.
Boosting is a way for you to advertise a native post from your page or group, and blends in more naturally with users’ feeds. If you have an interesting post with a link, they might click on it thinking it’s just another post. If they notice the little gray “Sponsored” indicator in the top left of the post, they may not click on it, but the law states that advertisers are required to let users know that it’s an ad.
Don’t Do These Things:
1. Post links over and over and over and over…
Nothing is worse than spamming your users’ feeds with your website. At best, they’ll kindly ask you to stop. At worst, they’ll report you for harassment and block you completely. Bummer!
2. Ask your followers to buy what you’re selling.
Asking someone to buy something is essentially begging, and no one likes beggars. It’s just a fact. Do your part to be a responsible, upstanding Facebook citizen and don’t bug the heck out of your followers to buy what you’re selling.
3. Post irrelevant invitations to your website on other pages.
Yep, you’ve probably seen plenty of these. “Check out my website g.oogle.y.ex/FD2” or something spam-like link that looks similar to that. Or perhaps you’ve seen blatant text ads: “ONLY 24 HOURS LEFT! BUY NOW!” Very annoying, and very unprofessional.
Blend In & Stand Out
It sounds counter-intuitive, but by blending in with the normal way things are done on Facebook, the better chance you’ll have of attracting visitors to your website. Using high-quality images in your posts (or even better, use videos!) guarantee that users will be interested in what you have to say.
If you’re looking to start your own website or need help with marketing online but you don’t know where to begin, contact us.